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What's that company that builds the hybrid car again? It's like boy-yoda or toy-yokel or something. Ah, whatever. (Pass the hookah.) Toyota's aiming to prevent such short-term memory loss from affecting the populace by launching a massive advertising campaign later this month to further drive an association between it and hybrid vehicles. Comprising billboards, transit ads and movie theater spots, along with radio and TV ads, in key urban markets, the campaign message will be the fuel-efficiency of hybrids, not the performance benefits that have been drawing criticism toward cars like the Lexus RX400h. According to sources, the tag line will not be, "My hybrid has a first name, it's T-o-y-o-t-a."